VH1's Dear Mama

and the Association of National Advertisers’ #SeeHer Initiative

VH1 Dear Mama is an annual television special that celebrates the influential and selfless role mothers play in shaping the lives of their children. The show honors iconic mothers and mother figures across the entertainment industry, showcasing their extraordinary impact on their children’s lives and the world. Through heartfelt tributes, emotional stories, and inspiring performances, Dear Mama shines a spotlight on the enduring bond between mothers and their children. The special also features prominent celebrities sharing personal anecdotes about their own mothers, making it a touching and powerful tribute to motherhood. Airing during Mother's Day, VH1 Dear Mama delivers a compelling mix of celebration, storytelling, and recognition of the women who have made an indelible mark on their families and society.

The goal of the #SeeHer moment during VH1’s Dear Mama special was to align the show's narrative with the #SeeHer initiative's mission to eliminate gender bias and promote authentic, positive portrayals of women. Focused on celebrating the achievements of African-American female changemakers—particularly those driving significant impact in the Black community—this moment highlighted the exceptional contributions of Cody Elaine Oliver, and April Ryan.

Managing the entire creative process, I oversaw the development of compelling brand content, from pitching talent, while writing and refining scripts, to contributing to the creative direction of the segment. I worked diligently to secure all necessary approvals, including from the Association of National Advertisers, ensuring alignment with the initiative’s objectives and VH1’s brand voice.

To maximize reach and drive awareness, the segment was strategically amplified across VH1’s social media platforms, supporting a comprehensive 360-degree marketing strategy. This not only elevated the importance of the #SeeHer initiative, but also reinforced VH1's commitment to advocating for women, creating an authentic celebration of their accomplishments.

As the Integrated Marketing Lead for VH1’s Dear Mama special, I took full ownership of the creative strategy, direction, and execution of a high-profile, multi-channel campaign aimed at celebrating women’s empowerment and the powerful role of mothers in shaping society. I collaborated closely with the VH1 show’s creative team, talent, and the #SeeHer initiative to craft a unified vision that resonated deeply with the VH1 audience and aligned with the values of gender equality and authentic representation.

I led the creative direction from concept to final execution, curating compelling narratives that elevated the impact of the Dear Mama special. I facilitated cross-functional brainstorming sessions, bringing together diverse perspectives to generate fresh ideas that resonated across platforms. In addition, I authored detailed creative briefs and oversaw the development of all promotional assets—ensuring each piece was on-brand, emotionally compelling, and aligned with the campaign’s messaging. I managed internal and external teams, ensuring seamless coordination and execution throughout the campaign lifecycle.

With a keen eye for budget management, I meticulously oversaw the campaign budget, balancing resources across various platforms and ensuring maximum ROI. I was responsible for optimizing spend, driving the campaign’s execution across TV, digital, and social media, ensuring a 360-degree approach that maximized audience engagement. By leveraging data-driven insights, I fine-tuned strategies to maintain a strong connection with the target demographic, amplifying the visibility of Dear Mama and supporting the broader #SeeHer initiative’s mission to advance the representation of women in media.

The Association of National Advertisers' (ANA) #SeeHer Initiative is a global movement dedicated to accurately portraying women and girls in media, marketing, advertising, and entertainment. Launched in 2016, its mission is to eliminate gender bias and ensure that women and girls are represented authentically across all forms of media.

To achieve this, #SeeHer developed the Gender Equality Measure (GEM®), a data-driven methodology for identifying gender bias in media. GEM® has become the global measurement standard, assessing over 300,000 ads, representing 87% of worldwide ad spend.

The initiative also offers resources like the SeeHer Marketing Essentials Toolkit™, providing data, insights, and tools to create a more gender-equal society and a more effective business ecosystem.

By promoting accurate and positive representations of women and girls, #SeeHer aims to drive business growth and foster a more inclusive media landscape.

Significant Audience Engagement: Achieved over 1M+ impressions and more than 100K+ engagements across multiple platforms, demonstrating strong audience interest and positive interaction.

Enhanced Brand Awareness: Strategic planning and optimization efforts led to heightened brand awareness for both the Dear Mama special and the #SeeHer initiative, elevating the importance of authentic, powerful representations of women.

Showcased Cultural Icons: Highlighted the incredible contributions of women like Cody Elaine Oliver, and April Ryan, celebrating their impact on their communities.

Amplified Advocacy Efforts: Supported VH1’s advocacy and celebration of women, especially through the lens of their audience and the #SeeHer initiative, reinforcing the commitment to diversity and inclusion.

Strategy:

We partnered with global music icon Ciara to honor two remarkable women, Cody Elaine Oliver and April Ryan, in alignment with the #SeeHer initiative’s mission to promote authentic and positive portrayals of women in media. This special moment aired during coveted showtime, but it was truly earned by both Ms. Elaine and Ms. Ryan, whose trailblazing achievements have inspired countless others.

Ciara, a powerhouse singer, actress, and entrepreneur, is known for her transformative impact on music and culture. With multiple chart-topping hits, philanthropic efforts, and her unwavering commitment to empowering women, Ciara was the perfect ambassador to help spotlight the extraordinary work of Cody Elaine and April Ryan.

Cody Elaine Oliver is a visionary producer, entrepreneur, and advocate for underrepresented voices in the entertainment industry. She is the co-founder of Black Love Inc., a multimedia brand dedicated to celebrating and documenting the power of Black love in all its forms. Through Black Love, she has redefined the portrayal of relationships within the African-American community and brought a refreshing, authentic perspective to mainstream media. As an executive producer and content creator, Cody's work has included the Black Love documentary series, which has garnered widespread acclaim for its raw and inspiring look at love, marriage, and family. She is also a passionate advocate for diversity and inclusion in media, using her platform to promote narratives that reflect the richness and complexity of Black life. With a background in communications and a deep commitment to shaping the future of media, Cody is a trailblazer in producing content that is both empowering and relatable. She has proven to be a significant voice in reshaping the entertainment industry, bringing marginalized stories to the forefront and creating a positive cultural shift. Cody continues to push the boundaries of media and entertainment, working to ensure that stories from underrepresented communities are told with integrity and depth.

April Ryan is a renowned journalist, author, and the White House Correspondent for American Urban Radio Networks (AURN), making her one of the most influential figures in political journalism today. With more than 20 years of experience covering U.S. politics and policy, Ryan is widely recognized for her fearless approach to reporting and her advocacy for diversity and inclusion within the media landscape. Her groundbreaking work as one of the few Black women covering the White House has earned her numerous accolades and recognition as a leading voice in political journalism. In addition to her role as a White House Correspondent, Ryan is the author of several books, including The Presidency in Black and White. As a frequent political commentator, she has appeared on national networks such as CNN, MSNBC, and NPR, offering insightful analysis on political developments and advocating for the advancement of underrepresented voices in journalism. Beyond her work in journalism, Ryan has been an outspoken advocate for social justice, focusing on issues such as racial equity, gender equality, and civil rights. Her leadership has extended to mentoring young journalists, particularly women of color, encouraging them to pursue careers in political reporting. With her powerful combination of integrity, perseverance, and advocacy, April Ryan continues to break barriers and set new standards for media professionals everywhere.

After months of meticulous planning, this powerful moment went off flawlessly during the live broadcast. The segment highlighted the achievements of both Ms. Elaine and Ms. Ryan, showcasing their impact and legacy. To amplify the message and create a comprehensive 360-degree marketing strategy, the moment was later strategically promoted across VH1’s YouTube and social media channels, further supporting the network’s advocacy for women of color and the celebration of their accomplishments through the lens of the #SeeHer initiative.

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